Murray K B
College of Business Administration, Northeastern University.
J Health Care Mark. 1992 Mar;12(1):24-38.
Despite numerous studies examining buying behavior, research on types of evaluative criteria for vendor selection involving consumers and health care professionals (functioning as market "intermediaries") has been lacking. Building on previous conceptualizations reported in marketing and health care literature, the author examines the relative influence of search and nonsearch evaluative criteria in the decision making of both patients and hospital-based health care providers. Decisions involving post-acute service vendors are analyzed to determine the relative impact of each attribute set in the selection of respiratory therapy services by patients and health care professionals. Data are presented that point to significant differences in decision-making styles between patients and health professionals, as well as among health care providers in different organizational, institutional, and professional roles. Key marketing implications are discussed.
尽管有大量研究考察购买行为，但关于涉及消费者和医疗保健专业人员（充当市场“中介”）的供应商选择评估标准类型的研究却一直缺乏。基于营销和医疗保健文献中先前报道的概念，作者考察了搜索和非搜索评估标准在患者和医院医疗保健提供者决策中的相对影响。对涉及急性后期服务供应商的决策进行了分析，以确定各属性集在患者和医疗保健专业人员选择呼吸治疗服务时的相对影响。所呈现的数据表明，患者和医疗专业人员之间以及不同组织、机构和专业角色的医疗保健提供者之间在决策风格上存在显著差异。文中还讨论了关键的营销意义。
